Lost Mary: Elf Bar's sister brand, from the Shenzhen trademark file to the FDA letter

Lost Mary is the second big brand from the Shenzhen company that makes Elf Bar. The FDA said so in July 2024, in a sentence about youth: “the brand lost mary which is manufactured by the same firm as elf bar was identified as popular or youth appealing”.[1] Its website names no company at all. The trademark register, a domain dispute and two federal trade cases do. This page reads them, then the product line, then what buyers write and what regulators have done. This site's deep dive on Chinese nicotine disposables covers the federal rules and the trade those rules failed to stop. This page is about one brand.

Figure 1. The range as the brand's product page listed it in October 2026, arranged by size. The names count puffs. The newest devices add screens, power modes and swappable pods. [2]

Who they say they are, and what the record says

What the website says

The brand's site is lostmary.com. The domain is older than the brand: it was registered in December 2015, and the archive's captures before April 2024 show other content.[3] The earliest capture of the current storefront is from 22 April 2024.[4] Every page since then opens behind an age gate for adults 21 and over.[4]

Figure 2. What a visitor sees first: a 21-and-over gate, captured from the same April 2024 archive. [4]

Figure 3. The earliest archived capture of the current storefront, April 2024. The banner device has a round screen styled as a spinning record. [4]

The About Us page sells an attitude. In 2024 it called the brand a “challenger of traditional vape design creator of personalized vaping lifestyle”.[5] In October 2026 it said “we understand the changing needs of adult users and design stylish vapes”, and that “lost mary thrives in vibrant cities where creativity and individuality shine”.[6] Neither version names a company, an address or a factory. The terms carry an “effective date august 20 2021” and say that “patents are pending for lost mary devices and their components”, without saying whose.[7]

Figure 4. The About Us page, October 2026. It describes a mission and a lifestyle. It names no company, no address and no factory. [6]

What the trademark file says

The US registration of the brand name answers the question the website leaves open. LOST MARY in stylized letters, serial 79322093, came in through the international Madrid system with an “international registration date aug 04 2021” and was registered in the United States with a “registration date dec 27 2022”.[8] The record's assignment line names the original registrant: “registrant shenzhen imiracle technology co ltd”. The prosecution history then records a “change of owner received from ib”, the international bureau, in April 2023, and the current owner reads “owner name imiracle hk limited owner address flat rm 06 07 23 f the metropolis tower” in Hung Hom, Kowloon.[8]

Figure 5. The US registration of the brand name, read 2026-10-11. The current owner is a Hong Kong company. The record names the original registrant as Shenzhen iMiracle Technology. [8]

The product marks are in the same name. LOST MARY OS5000 claims first use in US commerce on 30 June 2022, and gives its owner as Imiracle (HK) Limited at a different Hong Kong address, 19H Maxgrand Plaza, No. 3 Tai Yau Street, San Po Kong.[9] MO5000, filed as a bare model number, claims first use on 30 December 2022, for goods that include liquid nicotine solutions for electronic cigarettes.[10] June 2022 is the earliest date the record gives for a Lost Mary product sold in the United States.

The same office holds LOST MARY marks for goods that are not vapes. Registration 8330480 covers bags and luggage, and its owner is a third Hong Kong company at the San Po Kong address, Dashing Joys Limited.[11] In April 2024 Imiracle (HK) also applied for LOST MARY THC, for vaping goods marketed for use with hemp-derived CBD.[12] The application was abandoned in April 2026 after the applicant did not answer an office action.[12]

What the owners say about themselves

In December 2023 the owners filed a domain-name complaint in Hong Kong against someone who had registered lost-marry.com. The decision, which they won, sets out how the companies describe themselves. The first complainant is Imiracle (Shenzhen) Technology, holder of the Chinese mark; the second is Imiracle (HK) Limited, holder of the international one. “The complainant 1 was established in 2017 and complainant 2 was established in 2022”, and “the complainant 1 is the sub subsidiary company of the complainant 2”.[13] Behind both is an older company: “shenzhen imiracle technology co ltd is a wellknown e cigarette company established in 2007”, and “the complainants are now taking over the main business and trademark right”.[13]

Figure 6. The brand's owners describing themselves, in a 2024 domain dispute they won. Three companies, two in Shenzhen and one in Hong Kong. [13]

The same filing dates the brand. “Lost mary being launched in 2022 has become one of the most popular brands on the market”, it says, and it pairs Lost Mary with the company's first brand: “elfbar and lost mary e cigarette sales account for over half of the disposable e cigarette market in the united kingdom”.[13] That is the owners' claim, citing a market-research figure we did not see.

Outsiders give the same maker. The Victoria and Albert Museum in London bought a boxed Lost Mary BM600 in 2024, and its catalogue lists the “maker shenzhen imiracle technology lost mary elf bar maker”.[14] The Associated Press reported in December 2023 that “elf bar lost mary and several other imiracle brands are expected to generate 3 5 billion to 4 billion globally this year”, citing an industry analyst.[15]

One address in San Po Kong

The address on the earlier trademark filings, 19H Maxgrand Plaza in San Po Kong, appears in other federal records. When the International Trade Commission opened a patent case against disposable vapes in July 2024, it served three more companies there: “vapeonly technology co ltd 19h maxgrand plaza no 3 tai yau street san po kong kowloon hong kong”, “nevera hk ltd 19h maxgrand plaza no 3 tai yau street” and “heaven gifts international ltd 19h maxgrand plaza no 3 tai yau street san po kong kowloon”.[16] The AP wrote of “imiracle's parent company heaven gifts” and reported that “heaven gifts and imiracle share the same building address in shenzhen”.[15] Its list of the group's companies includes “vapeonly technology which is listed as elf bar”'s manufacturer on some products.[15]

Figure 7. One Hong Kong address, five companies. Two hold Lost Mary trademarks; three were respondents in the 2024 patent case against disposable vapes. [16]

The same ITC notice listed four companies in the British Virgin Islands at one registered address, among them “wonder ladies ltd sea meadow house p o box 116 road town tortola british virgin islands”.[16] The record does not say what those four companies do. It does show the FDA addressing the Lost Mary website itself to the islands: its 2025 warning letter gives the “recipient lostmary com british virgin islands”.[17] We found no record that says which of the companies holds the domain.

Figure 8. The respondent list in the ITC's 2024 notice. The iMiracle companies sit beside four British Virgin Islands companies at one Tortola address. We blanked a person's name. [16]

What they sell

The line is named by puff count, and the counts went up fast. The archived product list of April 2024 sorted devices into “all bm series mo series os series pod system others”.[18] At the small end were the 600-puff boxes and their larger siblings: “bm5000 just for more puffs bm600 elegance flows on your taste buds”.[18] The OS line had the space theme: “os5000 os4000 it's the feeling of flying into space”.[18] The site serves Britain, Germany and the United States from one product list, with a customer-service line for each, and the list does not say which device is sold where.

The bigger devices came with power switches and screens. The MT15000 Turbo page of April 2024 offered a “smooth mode 11w powered by single mesh coil more puffs” and a “turbo mode 22w powered by dual mesh coil massive clouds”, and a body that changes colour: “watch the color of your device transform before your eye when you hold it”.[19] The home page that month advertised “mt15000 turbo double the power go turbo” and “bm16000 turbo mode feel the difference”.[4] By October 2026 the list carried a device with a “1st interactive screen” and the MO20000 Pro with the “largest hd animation screen”.[2] The 4in1 holds four separate pods, “experience diverse flavour combinations with 4 flavour pods”, and its screen shows “a four leaf clover pattern that lights up randomly on each puff”.[20]

The rechargeable disposable is its own category now. The BM6000 page of June 2024 shows a charging port, a battery gauge and a removable cell: “bm6000 battery is detachable for easier battery recycling after use”.[21]

Figure 9. The BM6000, archived June 2024. A disposable with a charging port, a battery gauge and a battery that comes out. [21]

The largest figure on the site is the Ultrasonic 35K, archived in December 2025. Its parameters are “nicotine strength 50 mg ml e liquid capacity 20 ml puffs up to 35000”, and it claims the “1st ultrasonic technology” in a vape.[22] The October 2026 list also includes refillable pod kits and liquids: “all pod system e liquid mo series bm series others”, with the Xper and a “bm600 prefilled pod kit”.[2] The Tappo 2 is a pod device sold “compatible with all tappo pod series” at “20mg ml nicotine smooth and balanced”, against the 50 mg/ml of the Ultrasonic 35K.[23]

Figure 10. The Ultrasonic 35K, December 2025: 20 ml of liquid at 50 mg/ml, by the page's own figures. The banner above it is the California notice. [22]

One more product carries the name without being a vape. In May 2026 the FDA warned eight retailers over tobacco products that “imitate candy breath strips and cough drops”, and published a picture of pairs. One pair is a box of strawberry nicotine film marked Powered by Lost Mary, beside a pack of breath strips.[24] The agency's concern was that such products “can accidentally be ingested by young children and may appeal to children looking to disguise the nature of the products”.[24] The record does not say whether iMiracle makes the film or licenses the name.

Figure 11. The FDA's May 2026 picture of tobacco products that look like everyday ones. The nicotine strips are boxed Powered by Lost Mary. [24]

All of it is nicotine. See nicotine on this site. The Lost Mary pages since 2025 carry a line at the top: “products with characterizing flavors are not for sale in california”.[6]

What buyers report

Method. This site's archive of r/Vaping holds 64,473 posts from 1 January 2024 to 11 October 2026; 633 name Lost Mary in the title or text. r/QuitVaping holds 34,874, of which 122 name it.[25] We counted by keyword, not by reading all of them: in r/Vaping, 117 of the 633 mention refills, pods or mods, 70 mention burnt taste, leaks or a dead device, 30 mention a ban, 20 mention gagging, coughing or a sore throat, 19 mention fakes or authentication, and 18 a screen. In r/QuitVaping 16 of 122 mention gagging, coughing or a sore throat. We read the threads quoted below in full.

Most posts are ordinary. People name Lost Mary as the disposable they started on and the one they are leaving. One poster was “using disposables lost mary because they were cheap” before a refillable kit.[26] Another wrote “i currently religiously buy the lost mary bm6000 vape” and asked which refillable device would feel the same.[27] Several know the parentage. “Lost mary is made by the same company as elfbar”, a 2025 post said.[28] A user in October 2024 posted an evolution meme of the line, and a reply passed on a distributor's rumour that “the new system is under a new name but from the same parent company elf bar”.[29]

Figure 12. A user's view of the line, posted to r/Vaping in October 2024. The last device in the row carries a different maker's mark. [29]

State bans move people onto the brand. In December 2025 a poster in r/QuitVaping wrote of Geek Bar, “then they got banned in my state so i had to switch to lost mary”, and blamed the new brand for stomach symptoms that the poster says eased on going back.[30] That is one person's account of their own health and no more.

Counterfeits are the steady complaint. The brand runs an authentication scheme: “the lost mary anti counterfeit campaign aims to prevent and eradicate the distribution of counterfeit products”, and each box has an 18-digit code under a coating, “enter the 18 digit security code or scan the qr code via your phone to verify”.[31] Buyers use it and doubt it. “When i was 20 i think i bought a fake lost mary online”, one wrote in January 2024.[32] An answer to another said “usually when theyre fake theyre spelt diff or a diff name like found mary”.[33] In August 2025 someone who wanted to check two devices reported “i did try to go on the lost mary website to authenticate them” and that it would not load.[34] In October 2026 a Pennsylvania buyer who had “switched from the geek bars to the lost mary 2 devices” said they kept getting fakes “despite the product scanning as authentic”.[35] A genuine device is not always clean either: “scanned the barcode and it's a real one i found human hair in the juice”, a July 2024 post said.[36]

Figure 13. The authentication page, April 2024. Each box carries an 18-digit scratch code. [31]

Retail is wide. This site's dossier on Kures, an online seller of kratom and 7-OH products, found nicotine disposables in its catalogue; the archived Kures home page of October 2026 counts 27 Lost Mary products, listed as “looper 3 lost mary 27”.[37]

Lab results

The brand publishes no test reports, ingredient analyses or emissions data on lostmary.com, in any capture we read. We found no independent laboratory analysis of a Lost Mary product in the sources searched for this page. The museum and the FDA describe the devices; neither tested one.

Regulatory and legal

No FDA authorization

A new tobacco product needs an FDA marketing order to be sold in the United States. The agency's December 2024 release counted what it had approved: “as of december 19 2024 fda has authorized 34 e cigarette products and devices”.[38] None is a Lost Mary. The FDA's own letter to the brand put it plainly about two MT15000 Turbo flavors: “these products do not have an fda marketing authorization order in effect”, and “therefore these products are adulterated”.[17]

Figure 14. The FDA's letter to the brand's own website, May 2025. The recipient is listed in the British Virgin Islands. [17]

The warning letters began with sellers. On 1 February 2024 the FDA wrote to online retailers over brands including “funky republic funky lands lost mary cali bars cali plus and kangvape”, and noted that “in 2023 the manufacturer of elf bar began marketing the product under the name 'eb design” in the United States.[39] In July 2024 it sent “warning letters to 80 brick and mortar retailers in 15 different states” over Elf Bar and Lost Mary, and asked for civil penalties against eight repeat sellers: “the agency is now seeking 20 678 from each retailer”.[1] In December 2024 it warned nine online firms over products “marketed under brand names popular among youth including geek bar and lost mary”.[38] The letter of 9 May 2025 went to lostmary.com itself, and it was copied to an online vape shop, listed as “bestvape com support bestvape com”, and to GoDaddy and Amazon Web Services.[17]

A North Carolina hemp company has turned the missing authorization into a trademark argument. 2Firsts, reporting Law360, wrote in March 2026 that JLT Imports had sued in California to cancel the Lost Mary registration, arguing that “imiracle never obtained premarket authorization for its flavored disposable vape products”, and that “there has been no lawful use of lost mary for three continuous years”.[40] It reported that “the dispute began in november 2024 when imiracle opposed jlt”'s application for a mark called LOST THC.[40] We have not read the complaint and found no ruling.

The trade cases

R.J. Reynolds and its affiliates have taken the disposable makers to the International Trade Commission three times. The first case, 337-TA-1381, was opened in December 2023 on allegations of “false advertising false designation of origin and unfair competition”, and named “imiracle shenzhen technology co ltd room 1203 block 1 wanting building” in Bao'an District as a respondent.[41] It ended in April 2025 on the “withdrawal of the complaint”.[42]

The second, 337-TA-1410, was a patent case opened in July 2024. iMiracle and the San Po Kong companies did not take part. The Commission's final notice lists them: “the fifteen 15 respondents found in default are vapeonly technology co ltd of hong kong imiracle shenzhen technology co ltd of shenzhen china nevera hk ltd of hong kong wonder ladies ltd of british virgin islands”, followed by the other BVI companies and Heaven Gifts.[43] The default did not cost them. In March 2026 the Commission found the asserted patent claims invalid as obvious, and the case was “terminated with a finding of no violation”.[43]

The third, 337-TA-1486, opened in February 2026 and does not rest on a patent. It alleges breaches of the federal PACT Act, of state excise taxes, of state registries and “violations of state and or local flavor bans”, and its respondents include “imiracle hk limited flat room 06 07 23 f the metropolis tower”, the trademark owner.[44] In June 2026 the Commission let Reynolds “add proposed respondents nevera hk limited wonder ladies limited sailing south limited palma terra limited and marea morada limited”.[45] That case was open when this page was written.

The owners go to court too. A CourtListener search for the name returns 113 dockets. Of the first 60 by filing date, 49 are suits by Imiracle (HK) Limited against Florida shops, filed on 16, 21 and 22 December 2022, in the month the US registration issued.[46] The docket titles do not say which marks were sued on.

The states

State law now reaches the maker by name. Indiana's Alcohol and Tobacco Commission treats Shenzhen iMiracle as a foreign adversary manufacturer. Its notice of 24 September 2026 says that “the below list of seventy seven 77 lost mary products constitutes a complete record of shenzhen imiracle technology co ltd products lawful for sale in indiana”, and that everything else it makes, “including all products marketed as elf bar or heaven gifts are unlawful foreign adversary products”.[47] The list is VIZ devices, MT35000 Turbo flavors and Nera pods and kits. The notice adds that “inclusion on this second revised notice does not reflect authorization” by the commission.[47] Lost Mary is the one iMiracle line a shop in Indiana may still carry, and only in those 77 forms.

Figure 15. Indiana, September 2026. The state treats Shenzhen iMiracle as the maker and lists the 77 Lost Mary products it still allows. [47]

Figure 16. The record in order. The trademarks come first; the regulators follow from 2024. [8]

Still open

• Lab results. No test of a Lost Mary device or liquid turned up in the searches for this page.
• Who holds lostmary.com. The FDA addressed the site to the British Virgin Islands. Which of the four BVI companies in the ITC notices, if any, is the registrant is not in the record we read.
• The December 2022 suits. Which marks the 49 Florida complaints asserted, and how they ended, needs the complaints themselves.
• The nicotine film. Whether the Powered by Lost Mary strips are made or licensed by iMiracle.
• JLT Imports v. Imiracle (HK). The complaint and any ruling.
• Lost Mary's FDA applications. Whether iMiracle filed premarket applications for any Lost Mary product, and what became of them. The FDA's releases do not say.

Changes

• 2026-10-11: First version.

References

1. FDA Issues Warning Letters to 80 Retailers for Selling Unauthorized Elf Bar and Lost Mary E-Cigarettes — US Food and Drug Administration, CTP Newsroom, July 25, 2024
2. lostmary.com product list, archived 2026-10-05 — Wayback Machine
3. RDAP record for lostmary.com (created 2015-12-14, registrar GoDaddy), read 2026-10-11 — Verisign
4. lostmary.com home page, archived 2024-04-22 — Wayback Machine
5. lostmary.com About Us, archived 2024-04-22 — Wayback Machine
6. lostmary.com About Us, archived 2026-10-05 — Wayback Machine
7. lostmary.com Terms and Conditions, archived 2026-10-05 — Wayback Machine
8. USPTO TSDR, LOST MARY (stylized), serial 79322093, registration 6932688, read 2026-10-11 — United States Patent and Trademark Office
9. USPTO TSDR, LOST MARY OS5000, serial 97788507, registration 7405172, read 2026-10-11 — United States Patent and Trademark Office
10. USPTO TSDR, MO5000, serial 97784397, registration 7315431, read 2026-10-11 — United States Patent and Trademark Office
11. USPTO TSDR, LOST MARY, serial 98228033, registration 8330480 (bags and luggage), read 2026-10-11 — United States Patent and Trademark Office
12. USPTO TSDR, LOST MARY THC, serial 98479678 (abandoned), read 2026-10-11 — United States Patent and Trademark Office
13. Imiracle (Shenzhen) Technology Co., Ltd. and Imiracle (HK) Limited v. a respondent, lost-marry.com, Case HK-2301852 — Asian Domain Name Dispute Resolution Centre, Hong Kong Office, 2024
14. Lost Mary BM600 disposable vape, accession CD.16-2024 — Victoria and Albert Museum, record created July 15, 2024
15. How Elf Bar, the most popular vape among U.S. teens, slips past customs and evades U.S. law (AP, republished by Fortune) — Associated Press, December 19, 2023
16. Certain Disposable Vaporizer Devices; Notice of Institution of Investigation (337-TA-1410), 89 FR 59158, July 22, 2024 — US International Trade Commission, Federal Register (govinfo)
17. Warning Letter, lostmary.com, MARCS-CMS 708445 — US Food and Drug Administration, Center for Tobacco Products, May 9, 2025
18. lostmary.com product list, archived 2024-04-24 — Wayback Machine
19. lostmary.com MT15000 Turbo, archived 2024-04-24 — Wayback Machine
20. lostmary.com 4in1, archived 2024-06-24 — Wayback Machine
21. lostmary.com BM6000, archived 2024-06-24 — Wayback Machine
22. lostmary.com Ultrasonic 35K, archived 2025-12-10 — Wayback Machine
23. lostmary.com Tappo 2, archived 2026-10-05 — Wayback Machine
24. FDA Warns Retailers Selling Illegal Tobacco Products That Look Like Everyday Products — US Food and Drug Administration, press announcement, May 20, 2026
25. r/Vaping and r/QuitVaping posts naming Lost Mary, 2024-01-01 to 2026-10-11, through the Arctic Shift archive (633 and 122 posts) — Arctic Shift — anecdotal report, not evidence
26. Moved from cigs to disposables to refillable! (2025-05-21) — r/Vaping — anecdotal report, not evidence
27. From disposable to refillable. (2025-10-08) — r/Vaping — anecdotal report, not evidence
28. Just learned most disposable at shops are Chinese brands but they're banned for sale in China (2025-05-31) — r/Vaping — anecdotal report, not evidence
29. The Evolution Journey of Lost Mary. (2024-10-31) — r/Vaping — anecdotal report, not evidence
30. I think Lost Mary gave me gastritis/GERD (2025-12-04) — r/QuitVaping — anecdotal report, not evidence
31. lostmary.com Authenticity Verification, archived 2024-04-24 — Wayback Machine
32. Site recommendations selling legit disposables? (2024-01-17) — r/Vaping — anecdotal report, not evidence
33. How to spot counterfeit Lost Mary vape without packaging (2024-01-01) — r/Vaping — anecdotal report, not evidence
34. Lost Mary site not working? (2025-08-03) — r/Vaping — anecdotal report, not evidence
35. The ban for people in PA.. (2026-10-03) — r/Vaping — anecdotal report, not evidence
36. Hair found in OFFICIAL lost Mary 6K (2024-07-12) — r/Vaping — anecdotal report, not evidence
37. Kures home page, archived 2026-10-07 — Wayback Machine
38. FDA Warns Nine Online Firms for Illegally Selling Flavored, Disposable E-Cigarettes — US Food and Drug Administration, CTP Newsroom, December 19, 2024
39. FDA Warns Online Retailers for Selling Unauthorized Disposable E-Cigarette Brands Popular Among Youth — US Food and Drug Administration, CTP Newsroom, February 1, 2024
40. U.S. Company Seeks Cancellation of Lost Mary Vape Trademark — 2Firsts, March 30, 2026, reporting Law360
41. Certain Disposable Vaporizer Devices and Components and Packaging Thereof; Notice of Institution of Investigation (337-TA-1381), 88 FR, Dec. 20, 2023 — US International Trade Commission, Federal Register (govinfo)
42. 337-TA-1381, Notice of a Commission Determination Not To Review an Initial Determination Terminating the Investigation, Apr. 14, 2025 — US International Trade Commission, Federal Register (govinfo)
43. Certain Disposable Vaporizer Devices (337-TA-1410); Notice of Final Commission Determination of No Violation, Mar. 13, 2026 — US International Trade Commission, Federal Register (govinfo)
44. Certain Disposable and Other Closed System ENDS Devices (337-TA-1486); Notice of Institution of Investigation, Mar. 3, 2026 — US International Trade Commission, Federal Register (govinfo)
45. 337-TA-1486, Notice of a Commission Determination Not To Review an Initial Determination Adding Respondents, June 30, 2026 — US International Trade Commission, Federal Register (govinfo)
46. CourtListener RECAP search for "imiracle", run 2026-10-11 (113 results; of the first 60 by filing date, 49 are suits by Imiracle (HK) Limited filed in the Middle and Southern Districts of Florida on 16, 21 and 22 December 2022) — Free Law Project
47. Second Revised Notice Regarding Lost Mary Products (Updated Foreign Adversary Notice for Shenzhen iMiracle Technology Co., Ltd.) — Indiana Alcohol and Tobacco Commission, September 24, 2026